Businesses and Nonprofits of all types are using video to attract, convert, close, and delight customers in more innovative and intriguing ways every day. If your company is not looking into how to develop a vision with video (whether video marketing, entertainment videos, or interactive content) you may be passing up prime opportunities to build community around your product or service.
Images are easily shareable. Blog posts are very informative. Infographics are appealing and informative. But video, on the other hand, tells a story all on its own; video has a high impact and a lasting effect on the audience you are trying to reach.
In a very short amount of time you can show the viewer all about the benefits and applications of a specific product or service. This is far preferable to telling subscribers with long, drawn-out and sometimes lifeless copy. Video can show and tell instead of just tell—whether it be a review of products or services, or a tutorial about a new feature—video almost always does it better.
Like with any form of content marketing, there are particular steps and video marketing best practices to consider along the way. Let’s review some of the most important ones so you can get on your way to producing videos that generate increased return on investment for your business and add immense value to your content community.
Start Now: Video has quickly become the number one source of consumed media both on desktop computers and mobile devices. The average adult consumes many hours of video per day. It is never too late to begin creating compelling content.
- Establish a set of goals: Before you jump into producing a video, it is important to establish solid reasons for producing a marketing video in the first place. Setting a goal for your video marketing efforts will also provide a more fluid process for tracking and managing your performance.
Don’t forget your push goal: Having a goal that extends to each member of your organization will not only better your business but allow everyone to participate in content creation and creative development. You are more likely to generate a higher-performing video when you have all hands on deck and a goal in mind that makes everyone extremely aware of the approaching deadline.
Publish regularly: Just like with other forms of content like blogs or podcasts, having a regularly scheduled release date is important. Creating a consistent publishing schedule will allow your audience to plan ahead, and begin to build a routine around your content. Keeping a consistent publishing schedule will also allow for internal agility and quick response to the content your community is looking for.
Remain Authentic: With video campaigns, it is easy to get off-track to chase a fire or to try to leverage a trend that is hot right now. It is not a good idea to chase these shiny objects as it may skew the message of your brand. Being authentic in your online video campaigns allows your audience to trust your brand.
Hire a Professional: If you have not produced a video before, it may be a good idea to bring a professional video production company on board. This doesn’t have to be a forever decision. The cost of video production and the cost of video editing may seem high for some smaller businesses, but what is the cost of not having the advantage of video within your marketing mix? Video has proven higher return on investment for businesses across the world.
Have a concrete message: If you are hiring a video production company, this should be an easy one. The creative producer and associated video company will be able to provide guidance as to how to best convey your message. Your job in this step is to be sure to keep that message front of mind for all involved parties.
- Use event marketing: Trade shows are great marketing opportunities to gather and create video clips with your video production team. Video interviews and testimonial videos are very effective at communicating your brand vision. This also allows you to use word of mouth marketing with said testimonials.
In a short time after adopting a successful video strategy you will notice viewers will begin to know and trust your brand message and vision—what they can expect from your brand, content, and community. It is important to develop a vision with video. It is a good idea to have a fully mapped out plan and follow it to the very last detail. Documenting your strategy and developing a video campaign strategy will allow you to measure and track the details of your marketing efforts. Just as with any other form of content, there should be a well-developed distribution strategy and pre-established goals for each of the marketing video efforts you are producing.
Setting a reasonable expectation early can avoid disappointment, confusion, and help avoid poor customer experience. This expectation is most effectively conveyed through your video marketing with explainer videos and product demos.
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